The Impact of Visual e-WOM on Tourists’ Information Searches Related to HORECA Services
Date Issued
June 27, 2024
Abstract
This study examines how customer booking intentions in the HORECA industry are
affected by visual electronic word of mouth (eWOM) published on Instagram. Data
from 300 international travelers, from both Generation Y and Generation Z, was
gathered with emphasis on factors such as information quality, information credibility,
website quality, motivation, innovativeness, destination fascination, popularity
heuristics, destination image, and user-generated content. Using SPSS for statistical
analysis, it was shown that these factors had a substantial impact on visual eWOM.
Furthermore, visual eWOM appears to mediate directly and indirectly the association
between these factors and consumer intentions, according to Hayes process macros
analysis. Remarkably, disparities in the sense of destination appeal and believability
were found between Generation Z and Generation Y. The study adds to theories like
the theory of planned behavior and offers useful implications for marketers and
legislator
affected by visual electronic word of mouth (eWOM) published on Instagram. Data
from 300 international travelers, from both Generation Y and Generation Z, was
gathered with emphasis on factors such as information quality, information credibility,
website quality, motivation, innovativeness, destination fascination, popularity
heuristics, destination image, and user-generated content. Using SPSS for statistical
analysis, it was shown that these factors had a substantial impact on visual eWOM.
Furthermore, visual eWOM appears to mediate directly and indirectly the association
between these factors and consumer intentions, according to Hayes process macros
analysis. Remarkably, disparities in the sense of destination appeal and believability
were found between Generation Z and Generation Y. The study adds to theories like
the theory of planned behavior and offers useful implications for marketers and
legislator